The Development of Digital Content for Public Relations Live Broadcast Programs on the Thai News Agency Live Platform

Abstract

The objectives of this research were 1) to develop and evaluate the quality of digital content for public relations live broadcast programs on the Thai News Agency Live platform by experts, 2) to assess the perception of the sample group, and 3) to evaluate the satisfaction of the sample group with the developed digital content for public relations live broadcast programs on the Thai News Agency Live platform. The tools used in the research include: 1) digital content for public relations live broadcast programs on the Thai News Agency Live platform, 2) quality assessment form for content and presentation media, 3) perception assessment form for the sample group, and 4) satisfaction assessment form for the sample group. The sample group in this study consisted of 50 general individuals who had watched the video clip on the Thai News Agency Live platform, selected by simple random sampling by drawing lot from those who had previously watched the digital content for public relations live broadcast programs on the Thai News Agency Live platform and were willing to answer the questionnaires. The result of the development was a 4.46-minute-long digital content clip for public relations live broadcast programs on the Thai News Agency Live platform. The evaluation by experts showed that the content quality was at a good level ( = 3.92, S.D. = 0.75), the presentation media quality was at a good level ( = 3.75, S.D. = 0.69), the perception of the sample group was at the highest level ( =  4.78, S.D. = 0.47), and the satisfaction of the sample group was at the highest level ( = 4.69, S.D. = 0.52). Therefore, the developed digital content for public relations live broadcast programs can be practically used.